The University of Kansas Health System Saint Francis Campus

What We Did.

Brand Strategy

Brand Identity

Internal Branding

Signage / Wayfinding

Environmental Graphics

Photography

Advertising

TV / Video

Radio / Streaming Audio

Out-of-Home

Print

Online

Media Planning / Buying

challenge

Hospital and healthcare system mergers, acquisitions and joint-venture partnerships may be the new normal. As healthcare continues to evolve into the complex and cost-competitive service business it is today, struggling hospitals and health systems are realizing that forging partnerships may offer the best solution to staying viable and relevant. Saint Francis Hospital in Topeka Kansas turned to Ardent Health Services and The University of Kansas Health System to explore ideas to keep this century-old community hospital open and serving the residents of western Kansas. The University of Kansas Health System, Saint Francis Campus was created and K2MD Health was retained to rebrand this important community icon.

strategy

As healthcare branders, we knew an critical part of our challenge was to find a way to embrace and celebrate all that this historic institution stands for, while sharing a clear vision of the future. And, because this hospital was going to be part of The University of Kansas Health System, we also needed to work within an established brand program as we defined this important change for the community.

creative

The creative team at K2MD Health explored a variety of visual solutions and were drawn to a simple but memorable image of a page turning. This imagery of “turning the page” became the campaign theme to announce the good news of this change. Combining the primary color from the existing Saint Francis branding (green) and the blue from The University of Kansas Health System, we used this page-turn as a reveal of the new name of the hospital. We then developed a variety of headlines to communicate the forward-looking, positive benefits of more closely connecting this community with one of the premier healthcare brands in the nation.

Additional messaging for specific service lines continued to solidify the advantages of having a local connection to the nationally recognized University of Kansas Health System.

service line

As the campaign progressed we evolved the theme from a launch announcement to service-line specific programs focused on the belief that healthcare is always better when we work together. Again, implying the connection to The University of Kansas Health System while sharing the idea that health improves when physicians, providers and patients all work together.

Additional messaging for specific service lines continued to solidify the advantages of having a local connection to the nationally recognized University of Kansas Health System.